How We Grew Conversions 100% by Rethinking Our Design Strategy

This story exemplifies the conflict between design vs. data when working on usability and monetization.

In every prior iteration of our site, we put aesthetics first.More than anything, it needed to “look” nice. We would build designs, draft copy, and then cut or rewrite our words to fit the design.Looking back, this was insane. Not only was it expensive – changing text in HTML is much easier than re-doing design…

This time, we took a different approach.We took the data that we got from our reading, our expert feedback, our customer conversations and our own introspection, and we thought about how we would tell the right story this time, based on what our findings were telling us.